“Tell me and I’ll forget; Show me and Imay remember; Involve me and I’llunderstand.” --Ancient Chinese Proverb
“Engage Chinese netizens andleadership in social media conversationswith UNICEF in order to build awareness of UNICEF and be ready, aware and preparedto respond to a disaster.”
National Campaign forEmergency Preparedness in China Sponsored by UNICEF
Enlist Chinese Netizens to Create a Brand Mascot for UNICEF China. e 1! has paign!Pof cam
BASIC GUIDELINES• WHAT: Name and create the UNICEF mascot superhero • WHEN: The Contest submissions will be open for a month. Promoted via Weibo and Qzone • WHO: Open to Chinese neEzens and the general populaEon • HOW: Online and mailed entries accepted All informaEon posted on www.unicef.org/china/chinamascot • Selec,on of Finalists: Voted on by UNICEF selecEon panel including UN Ambassadors • The winner will receive 1000 RMB
Celebrity Ambassadors will help launch the National Emergency PreparednessCampaign in the Earthquake devastatedprovinces. !
WHERE WE WILL USE THIS• We will disseminate contestinformation via Weibo• This increases UNICEF’sfollowing
We will also use Qzone as itattracts netizens from secondand third tier cities and largepopulation of migrant workers.
The social networks wechose to use target theright areas of China.
WHY THIS WORKS Allows followers to idenEfy with ﬁgure Build ownership Create a network/ Voted on by a panel of judges following that including UN celebrity ambassadors UNICEF can reach to when a crisis happens Made by China for China Will increase following
The New UNICEF Mascot!Wants China to “RAP”! Respond be Aware be Prepared
UNICEF Youku Rap Video Contest “Over the last decade many students and working-class 2! ase aign! Chinese have been writing rap as a form of self- Ph mp expression.” --”Now Hip-Hop Too is Made in China” of ca New York Times, January 2009
BASIC GUIDELINES!• WHAT: UNICEFs Rap for RAP (Respond, be Aware and be Prepared) Video CompeEEon • WHEN: The Contest submissions will be open for a month • WHO: Open to elementary, middle and high school students studying in China ages 10-‐20 • HOW: Online entries submiXed via Youku • Selec,on of Finalists: Voted by online votes for a month at www.unicef.org/china/rapforrap • The winning school/group entry will receive 5000 RMB and the winning individual entry will receive 1000 RMB.
The UNICEF Mascot Will Help Kick Off theContest at Selected Chinese Schools We want school teachers to get involved with the UNICEF Youku RAP campaign and encourage the conversation about disaster and emergency preparedness
Recruit Inﬂuential Bloggers toTalk about Contest• Chinese blogger Acosta is a“regular guy”, but his blog isextremely popular in China.• Acosta posts daily and wouldreach a large Chineseaudience.
Recapping Phase 1 & Phase 2Name the UNICEF Rap for Superhero RAP Mascot Increase followers and awareness of UNICEF China to prepare for any EMERGENCY
The RAP Program-UNICEF Prepares ChinaFor Emergencies and Disasters• Partner with China Executive Leadership Academy Pudong (CELAP) and Chinese National Institute of Emergency 3! Management in building an Phase aign! online response network f c amp o
Educate, & Train Ofﬁcials to Respond,Build Awareness, and Prepare Before an Event We want their cooperation! Pha se 3! camp aign! of
Use UNICEF’s New Following to DisseminateDisaster Related Information • Share Images • Send Emergency Alerts • Report Locations Pha se 4! aign! of camp
Instant UNICEF Alert MessagesOn Qzone QQ• Users receive an IM fromUNICEF informing them ofthe impending crisis.• The message would stresswhere to go for a SafeHaven for Children. e 4! gn! has pai P of cam
“RAP-ING” IT UP• Respond to • Build emergencies Awareness & Support of UNICEF Instant Alert Mascot Messages from CreaEon UNICEF CompeEEon Educate & Train CELAP and NaEonal Rap on RAP InsEtute of CompeEEon Emergency Management • Prepare • Build Awareness